For years, influencers were seen as experts, people who built trust through knowledge and credibility. But in today’s digital world, the word influencer carries a different weight. Social media has turned influence into a numbers game, and with so many people claiming the title, the question arises: Are influencers overrated?
At some point, many of us have considered becoming influencers, partnering with brands, receiving PR packages, building a massive following, and living a seemingly glamorous life. But as public perception shifts, brands and consumers alike are growing more skeptical.
The truth? Influencer marketing isn’t the problem, it’s how it’s being used. To break it down, we sat with Bright Esagbodje, Business Lead at Dotts Media House, during our first-ever Social Chat on Instagram Live. With years of experience working on major campaigns for brands like Pepsi and HP and collaborating with top influencers, Bright has witnessed the evolution of influencer marketing firsthand.
His take? Influencers are not overrated, brands just need to use them strategically. Here are the key insights from our conversation.
The Value of Influencers in Modern Marketing
Influencers have transformed how brands reach their audiences. According to Bright, when used correctly, they offer one of the most cost-effective ways to market a product or service, sometimes delivering a higher return on investment (ROI) than traditional ads.
Why? Because people trust people. Influencers build credibility with their audience, making their recommendations feel more authentic than standard brand messaging.
Measuring ROI To Achieve Successful Influencer Marketing
One of the biggest mistakes brands make is failing to track ROI when working with influencers. Bright emphasized the importance of monitoring campaign performance just as you would with paid ads.
How do you measure success?
✔ Use analytics tools to track engagement, reach, and conversions.
✔ Identify what’s working and optimize for better results.
✔ Set clear KPIs (key performance indicators) before launching a campaign.
Without proper tracking, it’s easy to invest in the wrong influencers and see little to no return on your marketing spend.
Influencers: Overrated or Underutilized?
During our chat, we asked Bright the big question: Are influencers overrated?
His answer? No—but brands need to use them the right way.
“Influencers can be incredibly valuable, but only when they are leveraged strategically,” Bright explained. “They’re not just megaphones for brand messages; they help create real connections with audiences.” The key is understanding the strengths of different types of influencers and using them accordingly.
Utilizing the Power of Storytelling through Influencers
Influencers have built trust and credibility with their audiences, making them powerful storytellers. By partnering with influencers who align with your brand values and niche, you can create compelling narratives that drive engagement and conversions.
What You Need To Do To Navigate the Oversaturated Influencer Market
With influencer marketing on the rise, the market is more saturated than ever. To stand out, brands must choose influencers who genuinely connect with their audience. It’s not just about follower counts—it’s about trust, credibility, and community.
For example, a fitness brand partnering with a fashion influencer with no relevance to the fitness niche is likely to see little impact. The audience won’t resonate with the message, and the brand will waste resources on a campaign that doesn’t drive real results. This is why selecting the right influencer is crucial.
When researching influencers for your campaigns, remember that influence isn’t just about numbers. Instead, focus on influencers who:
1. Align with your niche and campaign goals.
2. Have built trust and credibility with their audience.
3. Can drive meaningful engagement and conversions.
The Blurred Line Between Amplifiers and Influencers.
One of the most overlooked strategies in influencer marketing is understanding the difference between amplifiers and influencers.
Influencers typically have larger followings and are seen as industry leaders who help with brand awareness and exposure.
Amplifiers on the other hand have smaller but highly engaged audiences, making them better suited for driving conversions within specific communities.
So, when should you use amplifiers vs. influencers?
If your goal is to drive engagement and conversion within a specific niche, amplifiers may be the way to go. However, if you’re looking to reach a wider audience and build brand awareness, influencers might be a better fit.
Bright pointed out that micro-influencers (or amplifiers) often drive more engagement and sales than big influencers because their audiences feel more connected to them.
Final Thoughts: Is Influencer Marketing Still Worth It?
The short answer? YES. But only when done right.
Influencer marketing isn’t about chasing big names or large followings. It’s about choosing the right influencers who align with your brand and create authentic, engaging content.
As a brand looking to work with influencers, it’s essential to set realistic expectations and treat influencer marketing as a long-term strategy rather than a quick fix. By focusing on trust, credibility, and meaningful engagement, you can drive real results.
Key Strategies Bright Esagbodje Recommends:
✅ Set clear goals and track ROI.
✅ Choose influencers based on relevance, not just numbers.
✅ Prioritize storytelling over hard selling.
✅ Consider amplifiers for deeper engagement.
At C&C Digital House, we help brands navigate influencer marketing the right way ensuring visibility, audience growth, and real results. Want to level up your influencer strategy? Reach out to us at candcdigitalhouse@gmail.com today.
